Armstrong+Lan is a boutique Vancouver-based PR agency that specializes in helping hospitality, lifestyle, entertainment, and development brands tell their stories and connect with communities. The personalized support they offer ranges from expert event, social media, and influencer management to media relations. We spoke to co-founders Tara Armstrong and Michelle Lan to learn more about how they help brands shine.
What is your business called and what does it do?
Armstrong+Lan is a Vancouver-based PR agency specializing in media relations, brand strategy, influencer marketing and event PR. We help hospitality, lifestyle, entertainment, development brands get noticed, talked about, and remembered.
What made you want to do this work?
We’ve had some incredible mentors throughout our careers — people who pushed us, opened doors, and shaped how we approach PR. Before A+L, we were both working independently when a mutual media friend connected us, saying, “You two need to work together.” They were right. We met for that glass of wine, instantly clicked, saw the opportunity to build something fresh, and never looked back.
What problem did you want to solve with the business?
A lot of brands have a great story but struggle to tell it in a way that actually connects. Traditional PR can feel outdated, while DIY marketing often falls flat. We bridge that gap, crafting narratives that don’t just generate buzz but drive real results, more traffic, more engagement, and a stronger brand presence.
Who are your clientele/demographics?
We work with restaurants, hotels, lifestyle brands, and consumer experience. Essentially, anywhere people want to eat, drink, stay, and play. Whether it’s a major hospitality group or an independent spot with a killer concept, we help them get the right kind of attention.
How does your business make money? How does it work?
Some brands work with us long-term to keep their name consistently in the spotlight, while others bring us in for a specific launch, event, or moment they want to maximize. We also offer strategic consulting for brands that want to handle PR in-house but need expert guidance. The more revenue we help generate for our clients, the more likely they are to keep working with us, so we’re all about creating lasting value and building those relationships!
Where in the city can we find your profession?
We’re based in Vancouver, but we don’t spend much time behind desks. You’re more likely to find us at a restaurant, a media event, or brainstorming over coffee. PR happens where the action is, and that’s where we are.
What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.
“How do you measure success?” PR isn’t just about media hits — it’s about impact. Are more people booking tables at your restaurant? Is your event selling out? Are the right people talking about your brand? That’s how we measure success. Every client has different goals, and we build custom strategies to make sure they hit them.
What is the best part about what you do? What is the worst part?
The best part? Seeing our clients win! Whether that’s a packed opening night, a Michelin recommendation, a major media feature, or a brand becoming the go-to spot in the city. The biggest challenge? PR moves fast, and there’s no pause button. You have to stay creative, adaptable, and always one step ahead. But we thrive on that energy.
Where can we follow you?
Visit our website and find us on Instagram, that’s where we share client wins, projects we’re working on, and all the fun stuff happening in the city.
PAY IT FORWARD: Is there another local business you admire or recommend?
We have to give a shoutout to Vancouver’s Strawberry MilkMob (not a client!), a bikini brand run by three sisters who are absolutely killing it. They’ve grown their business organically through TikTok, building a loyal following with a fun, authentic approach that feels so natural and non-salesy. They make you want to be their best friend. Watching them build their brand and connect with their audience in such a genuine way is fun to watch. They’re a perfect example of how creativity and authenticity can turn a brand into something people genuinely love.
